The Effectiveness Of Brand Crisis Communication In Network Communication

Once a brand crisis has occurred, the solutions and strategies taken by themanager will decide whether the brand damage could be eliminated, and theconsumers’ perception of and loyalty to the brand could be unwavered. Internetcommunication brings more uncertainties to brand crisis. It not only providechannels for solving the crisis, but also facilitate the consumers in knowing of thecrisis.In the context of internet communication, this paper researches thecommunication strategies taken by a brand during a brand crisis and its influenceon the consumers. With the method of content analysis, the paper has studied thedifferent effects on consumers due to different communication strategies. Basedon the Situation Crisis Communication Theory and Attribution Theory, the paperhas drawn the following conclusions:(1)The consumers’ views and opinions which are associated with theelements of crisis causing could not been affected by the enterprises’ crisiscommunication strategies.(2)The communication strategies which are chosen bythe enterprise can affect the consumers’ attitude.(3)The consumers’ attitudes havethe direct relationship with the judgments on the brand crisis.(4)The attributionof consumers are affected by the media opinion authenticity of information,type of crisis level of damage past organization in the past performance and othervarious factors.